This marketing conundrum surfaced at the recent Intrigue Marketing Summit I attended. It’s a subject that often gets raised when we talk stand out content. It got me thinking – is it a useful distinction to make – or an irrelevant distraction to the broader debate on what makes for persuasive content?

On reflection, there are clear differences between these marketing methods – one is intimately personal, motivating a person’s preference towards your brand. The other requires a more enveloped approach accommodating a raft of personalities, expectations and beliefs. Clearly both require radically different methodologies to be successful.

Or do they?



Once the strategic truth has been identified – time to turn up the volume and apply your ‘Creative Brilliance’. Make the truth shine in all its glory for all to see, hear, touch or taste. Be bold. Be remarkable. And remember to remain true.

Armed with a killer concept that nails the strategic truth, it’s time to bring everything to life – time to apply a touch of care to ‘Expertly Craft’ your content. This is the critical third and final step – arguably the most important step. This is when the creative concept becomes creative content – and this my friend is what really matters most. The content you produce is the ONLY thing the consumer sees. So my best piece of advice is to make sure it looks, sounds and feels as good as it possibly can. Please.

So. Having identified your strategic truth, and figured out a creatively brilliant way to express it, whilst allowing enough time, money and energy to expertly craft your content – then, and only then, will you have given yourself a fighting chance of cutting through and standing out.

Whether marketing to a group of individuals or an individual individual – what you’ve created is content that is relevant and has the ability to resonate. And that’s the crux of all marketing content.

If you’ve a different point of view – I’d love to schedule a chance to chew the fat and hear from you. Equally, if you concur – please feel free to share your experiences with me too.

David Flanagan, Director of Content & Strategy, P2.

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